Keyword matching is an essential part of setting up a successful Google Ads campaign since it controls where your ads appear.

Google offers several options when it comes to keyword matching. One useful option is broad match modifiers, or BMM. This setting allows your ad to show for close variations of your keywords but gives you more control over the searches for which your ad displays than the default keyword match setting.

Want to learn more about broad match modifiers for Google Ads, why you should use them, and how to set them up? Then, keep reading!